Measuring value on social media can be challenging, Neil T. Bendle and Charan K. Bagga write. Bendle and Bagga explain how digital marketers can correctly use “like” as a metric across social media platforms and what situations call for using “like” as a metric. Among their advice: Don’t use “likes” as a metric if you’re trying to determine or justify social media spending, and clearly define what “value” means to your organization before thinking about the value of a “like.”